Gillette Unveils Champions Program; Announces Ambassadors

Posted: February 5, 2007

Gillette announced the launch of the new Gillette Champions program with the unveiling of its newest brand ambassadors—Tiger Woods, Roger Federer and Thierry Henry. The three ambassadors will be fully integrated into Gillette brand programs, and will be leveraged through multi-faceted marketing initiatives—including global print and broadcast advertising, consumer promotions, point of sale materials, online and public relations in support of Gillette's premium shaving products. The Gillette Champions program is scheduled to roll out in over 150 markets in the first year, making this the largest current sports marketing initiative for the brand.

"The Gillette name is synonymous with being the best. These three athletes have proven they have what it takes to be a champion on the course, the court or the pitch," said Chip Bergh, president, global grooming, Gillette. "They were chosen not only for their outstanding sporting performances, but also for their performance off the field, in their charitable actions, support of social causes or their reputations as icons of true sporting values. That is what the Gillette Champions is all about. Millions of men, women and children around the world look to these athletes, who raise their level of play and bring the game to a new level. They set the standard in sports and style."

Tiger Woods is a four-time Masters champion, Roger Federer holds 10 Grand Slam singles titles (including four Wimbledon, three U.S. Open and three Australian Open titles) and Thierry Henry is a World Cup winner and leading goal scorer in the history of Arsenal Football Club.